In 2022 Moncler became 70 years old. To celebrate their 70 year anniversary Moncler wanted to create an identity and brand that could go across product and brand. They needed a concept that was strong enough and a big enough to create a fully integrated campaign across all touchpoint of the brand. From product, to campaign, to live events and experiences.

The identity communication also had to act as the trigger to launch the new Moncler “Brand of Extraordinary’ positioning. Taking Moncler into the next 70 years of the band.

The project ended up becoming Monclers biggest brand campaign to date.

Moncler are famous for their iconic shows and photography of large groups of people. From the French Olympic Team in Grenoble in 1968 to the Human Forest in New York in 2013, it is Moncler's signature move.

To pay tribute to the brands journey and and iconic moments the idea for this event was very simple and intuitive. A performance and iconic image of a group of people at an extraordinary scale. 1952 people as a link to the year they were born. At the heart of their home city Milan. At a location that has never been used by a brand before, The Doom. A mix of dancers, musicians and models all dressed in a white version of the Moncler Maya 70, with an orchestra an epic classical music score with the contrast of contemporary dance and ballet. What could you not love, apart from the rain.

True to Moncler’s spirit of establishing a strong, authentic connection with local communities everybody was invited to take part in this magical night. Open to the public, anybody could sign up at Moncler.com. Resulting in 18,000 people being in attendance along with Global celebrity talent and press and a digital audience around the world.

The strategy was to be high touch and exclusive and accessible and democratic all at the same time to maximise the brand impact and reach.

Milan, September 24th, 2022 Moncler ignited the historical Piazza del Duomo in the heart of the city, staging a unique and extraordinary artistic spectacle. Directed by the avant-garde French choreographer Sadeck Berrabah (Sadeck Waff) and starring prima ballerina Virna Toppi. F

The Extraordinary Forever campaign became Monclers biggest and most successful integrated brand campaign ever. The concept and identity applied to all product, a print and ooh campaign that included 9000 billboards, physical retail and events. As well as a Brand Film that became Monclers first ever TV spot, that reached an audience of 14 Million people in Italy and 90 Million globally through digital paid media.

The campaign resulted in Moncler becoming the most talked about brand amongst its competitors, posting a 25% revenue growth and the brand jumping from 13th to 4th on Lyst’s ranking of the industry’s hottest brands. Resulting in an extraordinary year from the brand.